AI Literacy and Digital Readiness in Iranian Media

Khodabin, Melika; Zibaei, Foroozan; Piriyaei, Faezeh

doi:10.22059/jcss.2025.396155.1166

AI Literacy and Digital Readiness in Iranian Media

Document Type : Original article

Authors

¹ Department of South-East Asian and Oceanarium Studies, Faculty of World Studies, University of Tehran, Tehran. Iran.

² Department of Social Science Research, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran.

³ Department of Cinema, Faculty of Cinema & Theater, Tehran University of Art, Tehran, Iran.

10.22059/jcss.2025.396155.1166

Abstract

This study investigates the integration of AI in Iranian media institutions by assessing the digital readiness, innovation receptiveness, and strategic orientation of 148 professionals across digital-native, print, radio, and television outlets. Utilizing a mixed-methods survey design and a composite Digital Readiness and Agility (DRA) score, the research identifies key demographic and organizational predictors of AI adoption. Findings reveal pronounced disparities by media type and age cohort, with digital-native organizations and younger professionals exhibiting significantly higher digital adaptability. Organizational openness to innovation is strongly predicted by the presence of a formal digital strategy and individual AI proficiency. While editorial staff emphasized AI’s capacity to enhance audience engagement and content quality, managerial respondents prioritized cost efficiencies and monetization. The study also highlights systemic constraints on media innovation in Iran, including sanctions, infrastructural limitations, and regulatory opacity, which hinder the implementation of subscription-based and blockchain-enabled business models. Ultimately, the research emphasizes the need for dual-level interventions: institutional strategies to foster digital transformation and inclusive training programs to build AI literacy across generational divides.

Keywords